[Formation Google Ads – Épisode 3] Creating Campaigns + The 4 Different Types of Keywords

by | Jan 16, 2019 | Adwords


“This is an automated transcript of the video and is for reference only. Please don’t look at the grammar on this one.”

Episode No.3 of our complete Google Ads training course, where you’ll learn how to create and optimize your own campaigns from A to Z.

Today we’re learning how to create a real Google Ads campaign from A to Z in an optimized way (SKAG), as well as the differences between the 4 different types of keywords.

00 : 00  Start of transcription

Hello everyone and welcome to this new video. Today on the menu, we’re finally creating our first full Google Ads campaign. Let’s take a look at the different types of ad extensions available. We’ll also look at the four different types of Google Ads keywords, and the Google Adwords Editor software.

So here we are, on my computer. So first step, what are we going to do ? Download Google Adwords editor. Simply go to Google and type in ” google adwords editor “. The editor is a program that lets usedit our Google Ads with software installed on our computer, so we can work offline. For example, if you don’t have access to Wi-fi or wi-fi, excuse me. And it will also enable us  to  book-edit all our campaigns, so we can copy and paste them quickly, and do lots and lots of copy-pasting, which will save us precious time. Here you are at Google adwords editor page again, simply download. So once it’s downloaded, all you have to do is find it in your applications. You go to the Google Adwords editor and land on a page that looks like this. So you’ll need to authorize your Google ads account to interact with the Google Adword editor software. So how do you do it ? Very, very simply, you click on ” add ” and then you have two options. I’m going to allow myself into an external browser. OK, I’ve already installed it on my Mac. Here, I’m going to install our demo account : [email protected] and then password. Excellent, once you’ve entered your password, you’ll have to accept it. It will give you a code ; all you have to do is Ctrl C,  Ctrl V, accept and then select all the campaigns. It will download all the campaigns and voilà, it will open an interface, here you are in your webtoniccourriel demo account.

Create our ” Headlines ” and our ” descriptions “.

Excellent ! So now that you’ve installed the Google Adwords Editor, let’s get ready for the copywriting  of our  ad. So  is basically the sales pitch for our ad. We’ll prepare by writing three different types of titles and texts in advance. So the first type is what I call candy, so it’s header number 2 and header number  3, which is a maximum thirty-character call-to-action. Your call-outs, which are extensions. So it’s really short sentences, words that will push for a maximum of twenty-five characters per call-out. So we’re going to choose our two descriptions, which can contain up to a maximum of ninety characters. So let’s start with header number 2 and header number 3, i.e. the sweets. Why do I call them sweets ? It’s because it’s a call-action I don’t know, it’s what’s going to pusher. That’s why people will actually click on your ad.  I’ve put in a few that I use a lot, so I recommend you take similar ones. So for example, if you’re offering a free consultation, a free estimate, so you’re a window washer, you’re an electrician, whatever,  you’re offering an estimate or a free courtesy call . For example, if you’re a Gym, you offer thirty free days. If you don’t offer any of this because your business, for example, doesn’t offer any free estimates or consultations, you could say, for example, ” Places available now “.  Or again, if you’re a plumber, for example, who doesn’t offer free estimates, ” 24-hour emergency “. So you really want to have a sentence or a mini-phrase of no more than thirty characters that’s going to punsher, that’s going to call-action, that’s going to make the potential customer decide to click on your ad rather than on one of the ten other ads on the page. The second element we’re going to want to choose right now is your call-out ; so these are ads extensions, as I said earlier, that will pusher. It’s going to look a bit like headline number 2 and headline number 3 that we’ve just prepared. On the other hand, it gives you a little more latitude. So if you’re a winner of an award, a consumer prize, you say so,  if you are recommended by a CCA or any other firm, please indicate this if you have any specializations, your year of experience, your years of experience, if you are a specialization if you have the topo, if you have the cream, you sell yourself. Second, third and last, we’re going to choose our descriptions. So these descriptions are ninety characters maximum. And then, in fact, it’s ; it’s really general. It’s a description of your business ; of course it’s also an optimized description of your company. For example, if we look here at a real estate broker, don’t forget, it’s ninety characters maximum, so it’s an extremely short optimized description. As you can see, this sentence contains eighty-three characters out of a maximum of ninety. So you see, it goes pretty quickly : ” are you looking for an ethical, transparent broker who listens to you ? Look no further !  That second sentence, ” More than five (5) prenatal courses, each more comprehensive than the last ” –  is for an online course, an online prenatal course. And then the third : ” Thanks to breastfeeding support, future parents will be better equipped ” – this was for a midwife.  So you go with this description of what you do, a little more general but optimized. Pause the video if you like, and go ahead and do it, because you’re going to need it for the rest of the video.

Know the 4 different types of Google Ads keywords.

So excellent ! Now you’ve planned the copywriting for your ads. Let me quickly explain the four different types of keywords. So we’ve got the exact keyword, we’ve got the exact expression, we’ve got the broad query, we’ve got the broad query modifier that adds a little (+) to broad queries. So let’s start with the exact keyword, the exact match . Targeting means that your ads will be displayed if the user enters the exact keyword or a similar variant.  For example, a variant that is close includes spelling mistakes, plural and singular forms, so with a ” s “or without ” s “For example, ” x ” or without ” x ” etc. Acronyms, variants derived from the same root. For example, the example I gave is mason and masonry ; the abbreviations are Mtl for Montreal, and the accents are acute, grave and circumflex. So the exact keyword, exact match, as opposed to the exact expression keyword, which we’ll see a little later in a few seconds. If the exact keyword is preceded or followed by other terms in the search query,  the ad will not be displayed. So I’ll give an example for instance that your exact keyword is ” window washing “, well, it’s going to be triggered for window washing, window washing (without the ” S “), window washing (without the ” de “) etc. However, if a word is added, such as ” Window cleaning Montreal “, it will not be triggered. It will only be triggered if your keyword is an exact expression. Yes, it can seem a bit complex. You don’t need to know it all by heart. You simply need to understand a general idea of the four types of keywords.

Second keyword step : the exact phrase.

So the second type of keyword we’ll be looking at today is the exact phrase, or phrase match . So, with exact phrase keywords, the phrase match  will only be displayed if the user’s request so when someone types Google, so when this query contains the exact expression or, once again, a close variant as I told you earlier, ” s ” or without  ” s “, so in the plural with details inside etc. and then, they are accompanied by other words inserted only before or after. Let me explain: if we take the exact keyword expression ” window cleaning “, then ” window cleaning Montreal “, which adds the word ” Montreal ” after the query, will appear. On the other hand, if you look at ” window washing “, i.e. ” water “, which fits in between ” washing ” and ” window “, which is a close variant, will not appear. On the other hand, ” window cleaning  with water” will appear.

Third type of keyword: the broad query ” broad match “.

So the third type of keyword, the type used by default by Google, and which I absolutely do not advise you to use, is the ” broad match”  . Quickly, your ads are likely to appear if the user’s query contains one of your keyword terms, regardless of the order in which the user enters the query. Also, in addition to close variants, with broad keywords, i.e. broad match, our ads can appear on synonymous queries or variants deemed relevant by Google which, very often, are completely irrelevant. So let me quickly explain ; if we take the keyword ” window cleaning “, so the same keyword as before and then make it part of a broad query, the word “washing ” and then the word ” vitre ” can really be used in the broadest sense of the term. So you can find ” car wash “. So when people are going to click, are going to type into Google, ” car wash “, given that you have a broad query ” car wash “, ” car wash ” and ” window wash ” for Google, it’s similar, it contains the word ” wash”. You will appear ; which you absolutely do not want because you do ” window washing ” not ” car wash “. If we take an example for the word ” vitre “, well, you can appear in ” vitre à vendre ” because Google considers that if you make a broad query of ” vitre wash “, well, you work in windows and then you may have windows for sale. So as you can see, there’s a lot of waste and a lot of lost money and clicks. So I advise you never to use this wide query. Instead, you can use a modified wide query, which I’ll show you right now.       

Fourth type of keyword: the Broad modified query.

So here we come to the last and fourth type of keyword: the broad query modifier. Simply put, it works by purchasing a ” + ” in front of one or more keyword terms. So, for example, if our keyword is ” window cleaning ” ;  excuse me, so if our keyword is ” window cleaning “, well we’ll simply mark ” +washing” we’ll delete the ” from ” because yes, you have to delete all the pronouns, you have to delete all the determiners. It’s like I explained to you at the beginning, as we did in a past video our keyword plan. So ” +wash +glass “. So roughly speaking, what is the large query modifier ? It’s simply that each term preceded by a (+), so in this case it would be ” washing ” and it would be ” glass “, what does that tell Google Adwords ? It tells Google Adwords, excuse me, that this term must be present in a web surfer’s search, either in its exact form, i.e. exactly as we’ve shown it, or in a close variant. So with ” s “, with accents, a type-fault, a spelling mistake and so on and so forth. So quickly, if our keyword modifier, broad query modifier is more ” +wash +glass “, well, ” window wash ” would appear whereas it wouldn’t appear in an exact query ; it wouldn’t appear in a match phrase either because there’s a word between wash and glass. On the other hand, since it’s a broad query modifier, we have ” washing ” here and then we have ” glass “, so that’ll trigger it. Another example, a long sentence that would be ” perform an evening wash of my windows ” for example, would also trigger it because the exact word or in a variant that is close ” wash ” as well as ” vitre “. A bit like with Google search engine optimization.

Create your first Google Ads campaign….yeah !

So here we are, at the point where you finally create your first real Google Ads campaign. So quite simply, you go to your Google Ads, your Google Ads Dashboard and then go to the campaign submenu. That’s it, now click on (+), a new campaign of course. You arrive at this interface. Here, of course, you have six different campaign type choices : so Video being on YouTube, Shopping being if you have a  account etc. For the moment, what are we going to focus on ? It’s really going to be the search network.  So when someone types in a keyword on Google, for example, ” lavage Montréal “, you’ll appear at the top. So all you have to do is click on ” search network “. Then it asks us to select an objective for our campaign. It’s all part of Google handboarding. But what are we going to do ? It’s  to create a campaign without objectives that will really allow us to control our parameters at a granular level. Then, what do we want to do ? For 99% of people, it’s going to be ” visits to the website”. So the website  allows us to make phone calls, but also to have a contact form, to have a live chat , so many things that will help us increase our conversion rate. Of course, if you have a mobile app, you’ll click on the number of downloads of the app, but for 99% of the people I’m making this video for, it’s going to be the  visits to the website. So the website is test.com. So here we are at the ” Campaign name ” interface, and we’re really going to go step by step. First step : Campaign name ; on this bar, we’ll create the campaign name as we go down our interface.  Network : So in addition to the Google network Google being when you go to google.com or google.ca, for example, and type in a keyword, you have the option of Google partnering with other search engines. ; the obscure door star that nobody or very few people know about who partners with Google to display Google ads on their obscure search engines. So personally, you can do your own tests but personally after doing my own tests, I take it off all the time. The same goes for the Display Network. So we take this off and go downstairs. So now we’ve come to the geographical zone option, i.e. where you want your ads to be displayed. You have several additional options. So for example, if you take Montreal, Montreal is very wide, we go Montreal. We’re going to target Montreal.  And then you can here, decide here that you’re only targeting people ; excuse me, that you’re targeting all people, so people who are located in Montreal as well as those who are interested in Montreal. So for example, someone who lives in Quebec City, in Quebec City and then searches from Quebec City, ” window cleaning Montreal “. Well, if your option is checked here, your ad will appear. On the other hand, if you click on the second option, if you see here, it’s people who are located only, so people who are ; who normally live or who are physically there when they do the search. So physically in Montreal, which will appear when they type in ” window cleaning “, whatever, or ” window cleaning Montreal “. The third option is people who conduct searches in the areas you’re targeting. So your target area will be Montreal. So it’s only people who do searches, who enter the word Montreal, who are interested in the geographic area you’re targeting. Another small detail is that when you want to exclude, for example, ; our target zone, here Montreal, on the other hand you want to exclude Beaconsfield for one reason or another, you’ll indicate Beaconsfield, Quebec, Canada and you’ll simply exclude it. So if we look at our targeting right now, it’s all the people who are in Montreal. I’m going to change it, I’m going to put it always ” in areas or interested “. So people who are in Montreal or who have an interest in Montreal, on the other hand, are not in Beaconsfield. So here we come to the bottom, we come to the language parameter, you’re going to select the languages spoken by your customers, the language of the interface where they’ll be searching on Google. And since we’re in Quebec, it’s very bilingual, so I always mark French and English, you never know. I speak French but my interface, all my things, in fact Google are in English. So you never know what kind of person you’re going to attract. So if we go down a little further, we’re at Budget. So this is the budget you’ll be spending on average every day. I recommend a minimum, it’s really  a minimum ; it still depends on the cost of your keywords and the use of your campaign, but it’s a minimum of ten dollars to get results that are conclusive. It really is a  minimum.  A little clarification here, you’ll notice, some days, you’ll have to spend for example, if you have a budget of ten (10) dollars a day, fourteen (14) dollars or even sixteen (16) dollars then you say : ” Oh, oh, wait, I put ten dollars a day “. It’s perfectly normal for Google to increase your daily budget if it considers that this will bring you more conversions. So Google has an algorithm ; if that algorithm decides that, one day, you need to spend sixteen (16) dollars because you’re going to get more conversions, it’s going to exceed your ten (10) dollar threshold. However, it will never exceed your monthly maximum. So if we do a quick calculation, ten times ; ten dollars a day times thirty days, that’s a maximum of three hundred (300) dollars. It will never exceed three hundred dollars. So excellent, once you’ve finished setting up your budget, you’ll set up the auction type. I did this set-up for you in the first video of this video series on Google Adwords. Your conversions, so what actually brings you money  in Google Adwords?  It’s knowing the number of conversions, it’s knowing the number of clicks or the number of people who saw your ad. Who cares? What’s important ? It’s the number of people who have called, the number of people who have filled in the form, and so on. What are we going to do ? Click on conversions. If desired, we can define a cost per action that targets ; if you have a lot of experience, if you’ve already run Adwords campaigns in the past, and you have a basic idea of the cost of acquisition ; once again, the cost of acquisition varies from one industry to another, and it can be as simple as one or as complex as fourteen. So if my acquisition cost for a window-cleaning call is eight hours, because I did, I spent ten thousand pieces last month. I know how much it costs but I’d like to achieve better results, so I’ll say it, I want my CPA, my Cost Per Action to be six dollars because the previous one was eight. So, if you’ve never done Google Adwords, forget it, we’ll just uncheck it. If we go down a little further, you can define a  start and end date for your campaign. I leave it on none because I want to be able to stop it manually. Audiences is a little more complex, a little more advanced ; personally, you don’t need it for the beginning. So leave it like this for now. So if we look here, you have nine types of extension. So from here to here, you have nine types of extension. I’ll show you how to create the main ones, the ones I see for service companies or a professional business. It’s really going to be the ones that are really important to accept. We’ll start with ” link extension ” ;  hop ! So all we have to do is click on the little drop-down menu and add new extensions. You’ll start with the text in the attached link. In fact, the secondary link is simply the sub-pages under your website or landing page, whatever they may be. What’s your destination url ? It’s not compulsory at all, because sometimes when you have a landing page, you don’t necessarily have four or five other related links. But for example, in the case of a website or landing page that’s a little more complex, a little fuller with several pages, you’re going to indicate, for example. If you have a blog, you can, of course, give a description of your blog, description 1, description 2 and then you indicate your final url. So, for example, test.com/blog. You’re going to do the same thing afterwards, you’re going to make the link with the appendix 2 link.   So, for example, you’ve registered your blog but you can register the ” Contact us ” page. And then you add a first description, a second description. And then, once again of course, you’ll add your Contact page url. So I guess it would normally be Contact or something. I can always add a third, add a fourth and so on. A word of advice if I may : be careful, you want to leave paid ads on ; you don’t necessarily want to lead people to random pages, i.e. pages that won’t convert. I don’t think that putting your blog, unless you have a well thought out strategy on your website, I don’t think that putting an ancillary link to your blog is going to help your blog bring you conversions. On the other hand, perhaps the contact page is the most optimized page on your website, and the one that will convert the most. It all depends on your web strategy. So all you have to do afterwards is record. I’m going to cancel because I don’t want to put it on. And then, once they’re here, of course, don’t forget to just transfer them to the right.

So the second type of extension : hook extensions. This is called call-out. So if you remember, we listed them here earlier. So what we do is click on the new teaser extension and then simply copy and paste them. So, for example, if I had put : ” specializing in residential “, I will mark : ” recommended by CAA ” etc. We’ll save them, and of course, don’t forget to check them, because if you uncheck them, they won’t appear on . So it’s important to check them.

Third extension, the simplest of all, all you have to do is add your phone number. So Canada ; for example, my business phone number is 514-777-7777. Yes, you want to count the people who will click directly on this call extension, as a conversion. Of course, so you go to ”  Save ” and of course you make sure it’s checked. Excellent.

Extending site extracts, that doesn’t belong to us at the moment. Application extensions too. SMS extension If you’re a business that prefers to work very, very much by sms, personally, I haven’t had very, very conclusive results with this extension, but if you’ve got someone who can answer sms full-time, it might be a good idea to buy it. In my case, we’re not going to buy it.          

What is a location extension ? It’s simply this ; so if you’ve got a place of business ; I don’t know if you can see it right there but see here. So if you have a business, it’s important to add it to this extension. Business, of course, which is open to the public. You don’t want your house, for example if you’re a contractor who’s based at home, you don’t want people coming to the house, bah don’t put it on. To create a location extension, simply click on ” create a location extension ” and then integrate your Google My business account. First, you’ll integrate your GMB. A GMB is a …. Is a this, right here. Sometimes you do a Google search and this pops up. This means telephone number, address, opening hours, reviews, etc. Normally, if you’re a company with a serious opinion, you simply have a Google My Business, so you have to associate it. Once you’ve installed your location extension,  return to the promotion extension, the price extension. However, I’m not going to talk about it right now because that would be overkill for this formation. It’s going to arrive in March with the three or four extensions I’ve provided. Well, if we go down a bit, we’ve reached ad rotation. It’s designed to optimize, but for the moment, what I do for my customers is to indicate ” Do not optimize ” and then, of course, you have to look at the various statistics every week. But to make life really easy, I click on optimize and then Google’s artificial intelligence will do it for you.

Distribution calendar. Well, it starts off interesting, if you have a physical place of business, for example, you have someone, a receptionist  who is there from eight to five in the evening You don’t want people to call at six or nine o’clock because you simply won’t be able to meet their needs. So you simply indicate from what time to what time you’re open. If you’re a 24/24 business, you indicate that you’re there every day, 24/24, and then your ads will run 24/24 until, of course, your budget runs out.  

Option url, you’ll remember when we set up the conversions, the last conversion we set up was the Callrail conversion. This is the call follow-up conversion. You’ll remember that I told you there was a little detail missing for the conversion to work, well, that’s exactly what it is, a tracking template. So in French, it’s a  url option that we’re going to add, which will then enable us to count the various calls coming from our Google Ads ad. So we’ll have to use a tracking template. So here’s the tracking template we’re going to use, copied and pasted from here. So all you have to do is copy this here. I’ll put after since you’re listening to this video, in the link of  this video, article site whatever. I’ll put it here for you to copy and paste. Then copy and paste. Hop on ! Close that.

Dynamic search network announcement : no, you don’t activate ; of course you do, because a little earlier you deactivated . Now, once you’ve set all that up, you’re going to go back to the top because if you remember correctly, we didn’t put a title. So the title we’re going to use depends on what you’ve added as a parameter to your campaign. So let’s take a quick look at : Montreal without Beaconsfield. So I’ve indicated : MTL- Beacon. I’ll be right down, Language : French – English. Language : French and English.

Budget : We’re not going to mention it because you can see it on your Dashboard, you can change it every day.

 Type of conversions ; type of auction, excuse me: conversions. So I’ve marked conversions, an abbreviation. You don’t mention installations. It’s going to look like this, your campaign name : MTL minus Beaconsfield, so I can quickly remember what my campaign is when you have five, six, ten, fifteen campaigns, you need to be able to quickly know which one you need to change ; French-English ; and then my goal is Conversions. Once this is in place, click on ” Save and Continue”. Once we’ve saved and continued, we appear on a page called : ” create ad groups ” ; in other words, Ads groups. Given that I’ve made you download goals, the really powerful application called Google Adwords Editor, we don’t really need to create our ads on Google Ads, so on the Google Ads Internet interface.   So all I’m going to do with this first ad group, and then we’re forced to go through to finally confirm our first Google Adwords campaign, but everything I call it ” Not good “. And then I mark really anything because it’s really just to allow us to take the next step and create our first campaign. So I’ll mark anything. And if, at the moment, you’re : ” What’s going on ? “, just do what I do and mark anything : test not good ; you’ll save and continue.  Once again, we’re on the ” create an ad ” interface. But since we’re going to create our ads on the Google Adwords Editor, which is the software I had you download at the beginning, we’re going to mark anything. So final url : test.com ; Title 1 : it’s going to be anything ; Title 2 : it’s going to be anything ; description 1, description 2 : absolutely anything. We’ll click on Ok, save and continue. You can retrieve, excuse me, a summary of your campaigns. Well, no end of date, so Montreal, but we exclude Beaconsfield, French-English, ten euros/day, no target selected because we do it manually. Bidding strategy : maximizing conversions. Once you’re happy with all this, click on ” Access the campaign”. So excellent, we’ve just created our first ad. If you’re confused at the moment, it’s perfectly normal. I’ll explain later why we’ve marked anything in the keywords section, the Ads groups section and the Ads section. For the moment, however, it’s very, very important to deactivate this campaign because it’s not ready yet. The basis is there, as we wrote at the beginning. On the other hand, the copywriting isn’t there. So simply click on ” standby ” at the top of this page. If you don’t see this interface, it’s not very important, just go to the left-hand menu, click on all campaigns ; in the submenu, click on ” campaign “, and then put it on standby, i.e. pause it. You may be lost right now. You say why I filled in the first part carefully ? So why did I fill in the first part of the campaign creation, recovery, I tagged anything to ads groups as well as keywords, as well as ads. But quite simply because it will enable us when we created it ; in fact, what have we just done now ? We’ve created a good campaign base with groups that don’t exist and ads that don’t exist. We’ll then find the campaign base we’ve just created in the Google Adwords Editor. We could have created this base directly in the Google Adwords Editor. In fact, we could have done the whole campaign in Google Adwords Editor. On the other hand, the web interface we’ve just created for the campaign is much more intuitive than the Google Adwords Editor. So once we’ve created our base, or our good quality base, on the Google Ads web interface, we’re going to want to switch to the Google Adwords Editor program I had you download earlier. Now, as I said, we can work on it offline. So if the changes you make on the web interface don’t push, they don’t magically transfer directly to your Google Adwords Editor software. On the other hand, it’s super easy to collect this data. All you have to do is go to the top and download the latest modifications. And then you click on the second one, which has more data, so you go to ; it’s a little slower, but it takes all the parameters. You will, of course, click on all the campaigns and click OK, click on Ok. We’re going to download the campaign we created together at the beginning. Click on Ok here. Then you see the campaign we’ve created here. So MTL-Beacon-FR-EN etc.

Let’s get down to business ! 1…2…3 GO !

So here we are, in the  pleasant part of this video. You can now create your copywriting, ads and ad groups directly in Google Adwords Editor. You’ll see that it may seem overwhelming, it may seem complex at first, but you’ll see, once you get used to it, it’s very, very simple. So, once again, it follows the same logic as the web interface. So it works in a hierarchy. So the first is your account, the second is your campaign, and so on. You’ll see, the third one, when we open the small angle here, there will be your ad groups and then your ads etc. So we’re going to delete that ; hop ! All you have to do now is go back to the initial keyword plan I had you make in the first or second video of this series. So I’ve already found it here. If you remember, you were given the example that I was a window washer. So we targeted keywords such as : window cleaning, gutter cleaning, and I chose : pressure washing. Looking at the Google Ads Planner, we also noticed that ” window cleaning ” was a very popular search term. So what are we going to do ? It’s very simple: just click here to select our campaign. We’ll go down just here, and then, here, we have here in the background, you see, it’s underlined in gray, that means we’re on this campaign here.  And then we’re here on this ad group ; these are the ad groups, excuse me. We have our Not good. And, all we’re going to want to do is take our first keyword. So ” window cleaning ” Ctrl C then I’ll change it. Window cleaning, perfect. Now we’ve changed our ” Not good ” Google Ads group to an ads group called : ” window cleaning “. So all we’re going to do next is make sure that here, once again, it’s ticked, whether it’s blue or gray. We’ll scroll down and then click on ” Keywords “. So you remember the keyword we added, it was called ” test not good “, of course we’re going to change it. If you remember the four types of keywords, there’s one type of keyword I told you never to use, which was the broad query. So we’re going to make SKAGs, a technical acronym that stands for Single Keyword Per Ad Group. So we’ll always have three keywords per ad group ; no more, no less, always three. So what are we going to do ? The key word here, of course, is delete. We’ll take it off and glue it back on. As you’ll recall, there is such a thing as a wide query, but a modified wide query. So what are we going to do ? Go to ” washing “, mark with a (+). Then go to ” vitre “, mark with a (+). So we have our first keyword. We’re going to add two more, so ” Add a keyword “. It’s still going to be ” window washing ” but instead of a broad query, it’s going to be an expression. And then we’ll add a third one again, which will be the exact keyword.   So once all this is over. We’ll return to the left-hand menu and then go to our ads. We’ll click here, it’s a bit small ; we’ll click on ” Large format text ad “. So we’re going to find the ad we currently have marked absolutely anything and then we’re going to reopen the document we saved at the beginning of this video, which had us working on our headlines as well as our description lines. And now I’ve found the document we made. So always here first, your headline number 1, this is exactly your ; we need to find exactly the keyword in this headline. So our keyword for this ad group here is ” window washing “, we remember it, we see it right here, if we’ve forgotten it. So what are we going to write, it’s ” window washing “. Grand titre number 2 is note bonbon. So if you look at the candies I’ve listed here, there was : free consultation, free estimate. For example, since I offer a free estimate, I’ll just take free estimate, copy, oops! Paste. For our two big ones, as we said, for the big title 1 is always the keyword, of course, the keyword written the right way with the plural. So that leaves title number 3. Since we’re going back to our file, we can use our call-outs, so we can use  for example; as I have twenty-five years’ experience in window cleaning, I’ll copy and paste. As I like to capitalize ” 25ans d’Expérience “. So here’s the preview, so you can see what your live announcement looks like. That leaves description line number 1. We return to the document we made earlier. For example, we’ll copy this one. You see here, it’s under ninety characters. It’s a way of knowing how to tell you, for example, I’ll mark anything. Once it exceeds ninety characters, it turns red ; description number 1. Now description number 2, hop ! And there you have it. So once you’ve entered your description number 2, all that’s left to do is point the way. Your way, always write your keyword as in the Ad group here, it’s ” window washing “, let’s go : window washing. Final Url, you put your website. If, for example, you have a different website for mobile, you indicate it here.

So congratulations, you’ve just written your first ad group and your first advert. Now for maximum optimization, we want to edit this ad. So we want to compare them against each other, so 50% of people will go to see ad A and 50% of people will go to see ad B. We’ll see which  of the two works best. So all we’re going to do is click on your ad here, Ctrl C, Ctrl V ; you’ll see that I’ve just copied the ad into the same ad group. Of course, here I’ve just copied, so all the parameters will be identical.  On the other hand, when I do editor,  the main title remains the same, title number 3 remains the same, all I’m going to change is my call-action. So in ad number A, I’m going to do for example ” Free estimate “, and then in ad number B, I’m going to see that, I’m going to see if for example ” Best Prices “, Best Prices. So I’ll see maybe Best Price will bring more conversions than : Free Estimate. And now you’ve completed an editor, you’ve completed your first full ad group. Now that you’ve done it for your first keyword, now if we look at our plan, we’re also left with ” gutter cleaning ” for example, so I’ll do it with you. All you have to do is click on your campaign here ; you click on ad group, which will take you to all your ad groups. So you’re going to use the copy-paste trick again ; you’re going to click on ; and voilà, you’re going to Ctrl C, Ctrl V. In fact what have you just done ? You’ve just copied the entire ads group. So you’ve just copied the keywords that were in the group, you’ve just copied the ads, the editors, everything that was done in the first ad group, you’ve copied it. Of course, it will have to be changed. So we want to adapt it for our second keyword which is : gutter cleaning. So ! Gutter Cleaning, I’m going to double-click on it ; I’m going to scroll down to the left to go to keywords and then what I have to do is manually change : gutter cleaning. Here’s a little trick: it’s like in Excel, it’s like in Microsoft Word, you can select a ; I pull shift and then select them at the same time. So once you’ve completed this double selection, you’re simply going to change the keyword, you’re going to cure it, you’re going to remove it, you’re going to like remove for gutter cleaning. And now it’s been changed. So let’s go to ; now that we’ve changed the ad group title, changed the keywords, all that’s left to do is change the ads themselves. So let’s go to the submenu on the left ; we’ll go to Ads – Text ads of course, and then we’ll take a look. Once we went to Text Ads ; of course, you remember, the two editor ads, they look very similar ; the only difference being the big title number 2, so ” Free Estimate ” and ” Best Prices “.   So all you’re going to do again is select the first one, then shift, then select the second. And then, well, it tells you that the values are varied so these two selections, the values ; so the values being the titles are different. On the other hand, in all the others, it’s the same thing, so we’ll be able to change everything at the same time. So if we keep the headline ; if you remember the headline, it’s still the main keyword ; the keyword for this group is gutter cleaning. Let’s go ” Gutter Cleaning ” without mistakes, capitalized of course. Title number 3, we keep the same thing. Description line 1, description line 2 ; normally it should be similar. All you have to change is the path ; Cleaning, Guttering. Hop on ! There you go, you can check. Gutter Cleaning and Free Estimate ; Gutter cleaning – Best prices ; excellent ! Now, all you have to do is go through your keyword list, do exactly step by step what I’ve just told you, and then you’ll have a Google Adwords campaign ready to go. Right now, it’s in your computer. Of course, you’ll need to visit , because I’ve already told you that you can work  on the offline software ; so if you don’t have Internet access, you’ll need to pusher. So you’ll need to send the changes to the Google Adwords web interface. So all we’re going to do is go to the top, integrate, integrate changes – all campaigns – Integrate ; this will publish them for you. We’ll want to check that the changes have been made. So we go back to our Google Ads web interface, reload the page and here’s your ad. You can go there in two ways, you can click directly here or simply go to the left-hand menu ; go to the left-hand menu and then boom ! You’ll see the two ad groups we’ve just created. If you want to see the ads we’ve created within these groups, always in the sub-menu on the left, window cleaning for example, you’ll see the keywords. Then go to Ads and extensions. It will download, hop ! Here you can see the editor we’ve just made. We just did the Free Estimate and Best  Price. So these two ads will be competing for the keywords ” window washing “.

Activate your ads/campaigns.

So congratulations, you’ve just created your first full Google Adwords Campaign. So all you have to do is check all the ads. After that, all you have to do is activate the campaign. So once this campaign is activated, see if you’ve got your budget, you’ve got your type of bidding strategy and so on. Once you’ve activated this campaign, give it a few days, come back in a few days and let it see the results. Of course, you can always change the budget directly by clicking here. For example, if you want to put in thirty dollars a day , you put in thirty dollars a day.

So I really hope this video brought you some value. And if you have any questions, please don’t hesitate to contact us at [email protected]; thank you and have a nice day !     

 50 : 43  End of transcription


About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with over 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

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